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All Journal Jurnal Paradigma Ekonomika SINERGI: Jurnal Ilmiah Ilmu Manajemen Jurnal SOLMA Journal of Economic, Bussines and Accounting (COSTING) J-MAS (Jurnal Manajemen dan Sains) JURNAL PENDIDIKAN TAMBUSAI Journal of Economic, Management, Accounting and Technology (JEMATech) JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS Jurnal Administrasi dan Manajemen MANAJEMEN DEWANTARA KOLOKIUM: Jurnal Pendidikan Luar Sekolah Management Studies and Entrepreneurship Journal (MSEJ) Studi Kasus Inovasi Ekonomi Jurnal Riset Entrepreneurship Indonesian Journal of Cultural and Community Development Community Empowerment Jurnal Mandala Pengabdian Masyarakat Jurnal Disrupsi Bisnis JPM: JURNAL PENGABDIAN MASYARAKAT Jurnal Pengabdian dan Peningkatan Mutu Masyarakat (JANAYU) Bima Journal : Business, Management and Accounting Journal JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) International Journal of Management Science and Information Technology (IJMSIT) Proceedings of The ICECRS Procedia of Social Sciences and Humanities Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Indonesian Journal of Islamic Economics and Finance PERMANA : Jurnal Perpajakan, Manajemen, dan Akuntansi Paradoks : Jurnal Ilmu Ekonomi Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Ragam Pengabdian Amaluna: Jurnal Pengabdian Masyarakat Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Satrio Sudarso
Program Studi Manajemen, Fakultas Bisnis, Hukum, Dan Ilmu Sosial, Universitas Muhammadiyah Sidoarjo
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Public Health Social Sciences Transportation Other

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Utilizing Instagram Social Media as a Means of Promoting Cikole Luwak Coffee Products: Pemanfaatan Media Sosial Instagram Sebagai Sarana Promosi Produk Kopi Luwak Cikole Chusnul Damayanti Kassanah; Inggit Nur Tazdiq Damayanti; Mustika Arasyi Al Kundie; Nadia Septia Nengrum; Satrio Sudarso
Procedia of Social Sciences and Humanities Vol. 9 No. 1 (2026): International Conference of Fostering Sustainable Economic Growth and Innovatio
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/6cg52653

Abstract

General Background The global coffee industry increasingly relies on digital platforms to adapt to modern consumer behavior and competitive markets. Specific Background Luwak coffee possesses high economic value but faces significant consumer skepticism regarding authenticity, production hygiene, and animal welfare. Knowledge Gap While previous literature extensively covers social media for sales conversion, there is a lack of empirical evidence on how open digital documentation addresses complex ethical and production concerns in traditional commodities. Aims This study investigates the strategic use of Instagram Feeds and Reels by Kopi Luwak Cikole to deliver transparent information and build brand trust. Results Utilizing a qualitative descriptive method grounded in Integrated Marketing Communications, findings demonstrate that permanent Feeds structure essential certification and processing details, whereas dynamic Reels provide interactive, empirical proof of ethical animal treatment and hygienic production. This integrated openness successfully eliminates consumer uncertainty and translates skepticism into strong buyer confidence without aggressive selling. Novelty The research shifts the digital marketing paradigm from mere promotional volume to radical visual clarity as a mechanism for resolving ethical commodity controversies. Implications Traditional producers must prioritize open, authentic digital documentation to secure consumer confidence, suggesting that future frameworks should fully integrate interactive features like direct messaging to sustain long-term market positioning. Highlights: Dynamic short videos provide empirical proof of ethical animal treatment and hygienic manufacturing. Permanent profile features successfully deliver structured certification details to reduce buyer uncertainty. Open digital communication directly converts consumer skepticism into profound brand trust. Keywords: Digital Marketing, Integrated Marketing Communications, Animal Welfare, Brand Trust, Traditional Commodities
Co-Authors Ahmad Reza Rahmawan Akbar Rahmadin Alfia, Nurfia Alshaf Pebrianggara Anggraini, Elisah Fitri Anisha Hilda Al Arisha Anneke Ria Choirunnisa Aprilia, Rizka Wahyu Baehaqi Bulan, Rachima Annisa Chusnul Damayanti Kassanah Dewi Komala Sari Dini Windya Putri Dwi Rahma Fitria Eka Oktaviani Erika Septiani Sulistyono Fajar Sulastri Fajareza Ayu Pramesti Fakrul Aldi Rendianto Fasyah Alya Syabrina Fina Nur Falah Firda Kartika Sari Fitri Nur Latifah Fitriyah Nur Indahsari Hamdi, M. Sukron Hansya Maulana Hermawan, Diky Hidayatulloh, Muhamad Ananta Hilda Halimah Hanum Indah Apriliana Sari Wulandari Indah Dwi Lestari Inggit Nur Tazdiq Damayanti Irsada Febri Pamesuari Istian Kriya Almanfaluti Johan Ageng Prasetyo Kurnia, Fahreza Putra Rafliansyah Laksono, Muhammad Agung Layyina, Almira Rizky Lilik Indayani Lilik Indayani M Ruslianor M Mahardika Darmawan Kusuma Wardana Marlinton, Denata Putri Mas Oetarjo Masfufah, Hanem Maulidah, Ummul Misti Hariasih Misti Hirasih Mizar Khan Al Arfa Mahdasyevi Mochamad Rizal Yulianto Monica Cindy Amanda Muhammad Andik Diantoro Muhammad Ruslianor Maika Mukhamad Masykur Hadi Mustika Arasyi Al Kundie Mutawakki, Rizky Mutawakkil, Rizqy Nabila Uswatul Aprianti Nadia Nur Rahmawati Nadia Septia Nengrum Nasywa Aulia Nayla Rizky Dwi Firnanda Ninda Ardiani Nuris Tiswanah Ocha Dwi Riestu Putri Juni Alita Dwi Bastari Putri, Mia Nasrida Rafli Muhammad Firdaus Rahmah Utami Budiandari Raisha Salisa Ratna Lailatul As’ari Redani Zaenha, Mochamad Abdi Rizal Fahmy Likhumy Robby Rohma, Ainun Nur Sabila, Nauly Slamet Riyanto Sumardi . Sumardi Sumardi Sumartik Susanto Sukiman Syamsiar, Syamsiar Tsaniyah Jumhuriyah Vera Firdaus Wati , Alvin Windiya Widya , Paramitha Puspa Wijaya, Rama Adi Wulandari, Indah Apriliana Sari Yulianti, Mila Yusfian , Firli Perdana